Yes, young people are interested in driving and accessorizing cars, SEMA research finds

Photo: Ford Media Center

Whether your business is cars or automotive accessories, if you’re a smart business operator you know that a thorough, data-enriched understanding of demographics is critical to your success—at least in the long run.

Quote of the week: Ford EcoSport brand marketing manager says Generation Z consumers view their cars as an extension of their phones.

Ford EcoSport. Photo: Ford Media Center.

If feeling over-targeted by marketers is a pain-point for Millennials, just wait and see what could be in store for the next generation in line: Generation Z, a cohort that includes many who have not yet even reached the tender age of 18.

Now, as the Millennial-marketing juggernaut continues apace, Ford Motor Company showed a card or two in their demographic Texas Hold 'Em hand yesterday with a news release positioning Generation Z as the ideal consumer for the subcompact SUV segment, which the automaker exemplifies with their Ford EcoSport model.

Why are Passenger Cars an Endangered Species? A Demographer You’ve Never Heard Of Just Might, Indirectly, Hold the Key

Photo: GM media website.

Unless you’re a hardcore demographics geek like me, you’ve probably never heard of Kenneth W. Gronbach. If you have heard of him, chances are you’re a regular listener to Coast to Coast AM, the popular nationally syndicated talk radio show, on which Gronbach has been interviewed a couple of times by host George Noory.


But regardless of whether you’ve heard of him, Kenneth W. Gronbach, author of Upside: Profiting from the Profound Demographic Shifts Ahead, just might be the most important demographer alive. And his take on millennials, the generation that has overtaken baby boomers as the largest demographic group in the U.S., just might go a long way toward explaining the ongoing decline of the traditional passenger car or sedan—a phenomenon that we at Auto Enthusiasts Newsblaster like to call #DeathOfCar.

If you’re like Kenneth Gronbach, you understand that one of the most dangerous errors of omission that any enterprise can make is to have an incomplete or oversimplified understanding of how demographic factors can profoundly affect economic trends and business outcomes.

In his talk-show appearances, Mr. Gronbach relates that he learned this lesson the hard way. In his days as an advertising-agency owner, he gained a first-hand understanding of the importance of demographics when he lost a large client in the motorcycle industry.